Involve Employees in Your Company Facebook PageUpdated April 17, 2013: Originally Published July 26, 2011 by Jeff B. Copeland

Just as in your place of business, your employees can be your best asset in telling your story to customers through posts to your Facebook business page.

Here are some other techniques to try to involve your staff in your Facebook Page:

Feature employees in your Facebook posts. Images of your staff cheerfully doing their jobs or engaging with customers portray that you’re running a friendly, effective business.  These updates should mention staff members by name and explain what they are doing. Facebook is a great venue for recognizing employees for anniversaries on the job, awards or certifications they’ve achieved; it’s a feel-good opportunity for both your staff and your customers.

Have employees sign their posts. Another option is to make a few employees “admins”, so they can publish updates on the page. They would post on the company’s behalf and could bring a variety of ideas to help keep your page engaging. When employees you designate as admins update your Facebook business page, their posts by default appear anonymously with your company thumbnail image attached. As simple way to personalize, have them sign their names at the end of every post.  It makes your page look more like a conversation among people and less like an advertisement. Showing that an employee is taking responsibility for a Facebook exchange is particularly effective with customers who use Facebook to make complaints.

Have employees post to the company Facebook Page as themselves. If any Facebook user mentions your Facebook age in a post using “@facebookpagename” that post will appear on your wall. So if a Jake’s Hardware employee posts on a personal Facebook page “Come over to @jakeshardware and let me show you the new rotary sanders” that will appear on Jake’s page as if it were a personalized message from the employee. Of course, it will also go out to all the employee’s Facebook friends so this is a technique only to use at the initiation of a (gung-ho) employee.

Create Facebook Pages run by individual employees. New Belgium Brewing Company, a Colorado micro-brewery, promotes its regional sales reps as Beer Rangers and created regional fan pages that the reps use to talk up promotional events and answer product questions.

Set some guidelines. Before you engage your staff in posting to Facebook, set some rules and procedures. Settle who will handle what topics. Make it clear to staff that they are speaking for the business, not themselves, and should stick to a conversational tone that fits your business image.   Decide on the messages you want to get across, as well as what topics to avoid. In particular, make it clear how you expect staff to handle customer service issues.

Do you encourage your employees to help promote your business through social media? If so, what has worked for you or what would you tell other business owners to avoid? Let us know, we’d love to hear from you.

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